Coca-Cola Great Britain and London Eye owner Merlin Entertainments have agreed a new commercial tie-up, which will see the drinks giant become the new sponsor of the attraction.
The deal includes full naming rights, and the announcement today (16 September) will see the attraction turn red to mark the new partnership.
Jon Woods, general manager of Coca-Cola UK and Ireland, said: “Sponsoring the London Eye, an iconic landmark that has its own unique history, will help us play an even greater part in future moments of happiness and celebration in the capital.”
Merlin Entertainments chief executive Nick Varney added that the sponsorship will provide “unique and compelling” opportunities for Coca-Cola.
The sponsorship will come into effect as of January 2015 and run for two years.
Financial information and terms of the sponsorship agreement were not disclosed.
Previous sponsors include EDF Energy and British Airways.